Job Description
# Performance Marketing Specialist – Meta Ads & Google Ads
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*Position:* Performance Marketing Specialist
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*Experience:* 2–5 Years
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*Employment Type:* Full-Time
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*Department:* Digital Marketing / Performance Marketing
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## About the Role
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We are looking for a *data-driven Performance Marketing Specialist* with strong hands-on expertise in *Meta Ads and Google Ads. The ideal candidate should be capable of independently planning, launching, optimizing, scaling, and reporting paid advertising campaigns with a strong focus on **lead generation, customer acquisition, CPL, CPA and ROAS*.
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This is a hands-on role for someone who understands that performance marketing is not just about generating clicks or cheap leads—it is about generating *quality leads and measurable business results*.
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## Key Responsibilities
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* Plan, launch, manage and scale campaigns across *Meta Ads – Facebook & Instagram* and *Google Ads*.
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* Manage different campaign objectives including:
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* Lead Generation
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* Sales / Conversions
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* Website Traffic
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* Remarketing
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* Brand Awareness
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* WhatsApp Lead Generation
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* Build complete campaign structures including campaigns, ad sets/ad groups, audiences, keywords, creatives and landing-page strategies.
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* Conduct detailed *audience research, keyword research and competitor analysis*.
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* Manage Google Search, Performance Max, Display, YouTube and remarketing campaigns.
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* Build and optimize Meta campaigns using:
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* Broad targeting
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* Interest targeting
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* Custom Audiences
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* Lookalike Audiences
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* Retargeting
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* Continuously monitor and improve:
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* CPL
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* CPA
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* CPC
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* CTR
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* Conversion Rate
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* ROAS
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* Lead Quality
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* Cost per Qualified Lead
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* Identify underperforming campaigns and take corrective action quickly.
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* Scale winning campaigns without unnecessarily increasing acquisition costs.
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* Work closely with designers and content teams to develop *high-converting ad creatives, hooks, copy and offers*.
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* Conduct systematic *A/B testing* of creatives, audiences, landing pages, headlines, offers and campaign structures.
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* Analyse lead quality beyond Meta/Google dashboard metrics and coordinate with sales teams to understand actual conversions.
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* Prepare daily, weekly and monthly campaign performance reports with actionable insights.
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* Manage multiple client accounts and advertising budgets simultaneously.
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## Tracking & Analytics
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The candidate should have working knowledge of:
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* Meta Pixel
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* Meta Conversions API
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* Google Analytics 4 – GA4
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* Google Tag Manager – GTM
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* Google Ads Conversion Tracking
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* UTM Tracking
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* Meta Events Manager
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* Conversion attribution
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* Landing-page tracking
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* CRM / lead-source tracking
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Ability to diagnose tracking discrepancies between advertising platforms, websites and CRM systems will be highly preferred.
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## Required Skills
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* Strong hands-on experience with *Meta Ads Manager*.
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* Robust hands-on experience with *Google Ads*.
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* Proven experience running *lead-generation and conversion-focused campaigns*.
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* Strong understanding of campaign optimization and scaling.
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* Ability to analyse data and make decisions based on numbers rather than assumptions.
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* Understanding of customer funnels and landing-page conversion optimization.
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* Good understanding of copywriting, creative strategy and consumer psychology.
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* Strong Excel / Google Sheets reporting skills.
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* Ability to manage advertising budgets responsibly.
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* Strong communication and problem-solving abilities.
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## What We Are Looking For
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We are specifically looking for someone who can answer questions such as:
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* Why has CPL suddenly increased?
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* Why are we generating cheap leads but poor-quality leads?
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* Which campaign, audience or creative should receive more budget?
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* When should a campaign be scaled?
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* When should an ad be stopped?
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* Is the problem with targeting, creative, offer, landing page or sales process?
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* Why are Google Ads generating clicks but not conversions?
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* Which keyword or search term is wasting the budget?
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* How can we improve lead-to-sale conversion instead of only reducing CPL?
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The candidate should be comfortable *owning campaign performance rather than simply operating Ads Manager*.
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## Preferred Experience
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Experience working with one or more of the following industries will be an advantage:
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* Education / Study Abroad
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* Real Estate
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* Healthcare
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* E-commerce
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* Professional Services
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* B2B Lead Generation
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* SaaS
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* Local Businesses
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Agency experience and experience managing *multiple advertising accounts simultaneously* will be preferred.
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## Key Performance Indicators – KPIs
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Performance will primarily be evaluated on:
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* Cost Per Lead / CPL
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* Cost Per Qualified Lead
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* Cost Per Acquisition / CPA
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* Lead Quality
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* Conversion Rate
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* ROAS / Revenue Generated
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* Campaign Scalability
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* Budget Utilisation
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* Reporting Accuracy
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* Testing and Optimisation Velocity
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## Qualifications
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* 2–5 years of relevant performance marketing experience.
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* Demonstrable experience managing Meta and Google advertising campaigns.
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* Google Ads certifications are preferred but not mandatory.
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* Meta Blueprint certification is an advantage.
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* Previous campaign results, case studies or portfolio will be highly preferred.
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## Ideal Candidate
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You will be a strong fit if you are someone who:
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* Loves analysing campaign data.
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* Tests continuously instead of relying on assumptions.
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* Understands the difference between *cheap leads and profitable leads*.
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* Takes ownership of campaign outcomes.
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* Keeps up with changes in Meta and Google advertising platforms.
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* Can independently diagnose problems and suggest solutions.
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* Thinks about the client's *revenue and business growth*, not just advertising metrics.
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Apply on
[email protected] or (phone hidden)
📌 Performance Management Specialist (Chandigarh)
🏢 Canam Consultants
📍 Chandigarh